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Food Marketing Institute (FMI) conducts programs in public Shopping for Health 2011 affairs, food safety, research, education, and industry Published by Research Department relations on behalf of its 1,500-member companies—food Prevention magazine retailers and wholesalers—in the United States and around 400 South Tenth Street the world. FMI’s U.S. members operate approximately 26,000 Emmaus, PA 18098 retail food stores and 14,000 pharmacies. Their combined 610-967-5171 annual sales volume of $680 billion represents three-quar- www.prevention.com ters of all retail food-store sales in the United States. FMI’s retail membership is composed of large multistore chains, Rodale contact: Cary Silvers regional firms, and independent supermarkets. Its interna- Director, Consumer Insights tional membership includes 200 companies from more than [email protected] 50 countries. FMI’s associate members include the supplier 212-297-1551 partners of its retail and wholesale members FMI Research Department © Copyright 2011 by Prevention magazine and Rodale Inc., Food Marketing Institute and FMI. Printed in USA. All rights reserved. This publication 2345 Crystal Drive, Suite 800 may not be reproduced, stored in any information or retrieval Arlington, VA 22202 system, or transmitted in whole or in part in any form or by www.fmi.org any means—electronic, mechanical, photocopying, record- ing, or otherwise—without the express written permission of FMI contact: Vicki Brown the Food Marketing Institute and Rodale Inc. Manager, Research [email protected] Prevention, the nation’s leading health magazine, with more 202-220-0600 than 10 million readers, is published by Rodale Inc., Emmaus, Pennsylvania. Other Rodale publications include Bicycling, Rodale contact: Richard Alleger Men’s Health, Organic Gardening, Runner’s World, and Senior Vice President, Retail Sales Women’s Health. [email protected] 610-967-8639

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Report design: www.homeworkdesign.com Shopping for Health 2011 Table of Contents

INTRODUCTION ...... 1 Executive Summary ...... 1

BEGINNING TO REASSESS...... 5 On the Cusp of a New Health Focus? ...... 5

Trying Something New and Healthy: The “Superfood” Trend ...... 6

More Whole Grain Bread ...... 7

Taking Another Look at Labels ...... 8

FOOD SHOPPING TRENDS...... 10 Yielding to Impulse? ...... 10

HEALTHY EATING ...... 12 Switching versus Cutting Back...... 15

(Re)Building the Knowledge Base ...... 17

Sources, Service, and Technology that Aid—and Speed—Healthy Shopping ...... 17

In-Store Options...... 17

Apps and Sites ...... 19

HEALTHY SHOPPING: TIMING IS EVERYTHING ...... 20 Last-Minute Meal Decisions = Gaps that Need Filling ...... 20

Refocusing on Kids’ Health Needs ...... 24 ORGANIC AND NATURAL FOODS ...... 25 Getting Specific about Natural Foods...... 26

METHODOLOGY...... 27 Sample Selection ...... 27

Trending ...... 28 CHART APPENDIX ...... Inside back cover INTRODUCTION | 1

Introduction Shopping for Health 2011 is the 19th in a series of annual surveys of America’s grocery shoppers. Sponsored by Rodale Inc.: Prevention, Men’s Health, and Women’s Health magazines; and the Food Marketing Institute (FMI), this national survey examines shoppers’ interests and attitudes regarding health and nutri- tion, consumers’ efforts to manage their health, and the ways in which health and nutritional concerns play out in purchase decisions at the grocery store. Rodale and FMI are committed to bringing a practical understanding of the relationship between food shopping and health.

The objectives of the 2011 study:

• To measure and track the extent to which primary shoppers are attempting to maintain good personal health • To profile shoppers who consider their food intake successful and are satisfied with their health and weight • To take a closer look at male shoppers and their efforts in the area of health and wellness • To understand how people try to achieve healthy eating in terms of Executive Summary avoiding, substituting, or limiting foods ❚ LAB EL READING: ARE SUPER- • To measure and track the healthfulness FOODS LEADING THE WAY of shoppers’ diets and what’s driving TOWARD HEALTHIER EATING? the move toward health maintenance in-store The top label concerns for shoppers have consistently been salt, sugar, • To measure and track shoppers’ various fat, and calories. This year, all of these attitudes and activities around planning ingredients except for salt dropped meals for family and children in concern by 3 or 4 points. The main • To measure and track organics’ influ- consumer approach to these ingredients ence on a household’s primary shopper is to minimize or avoid their intake. 2 | EXECUTIVE SUMMARY

Shoppers are placing more impor- In 2010, 57 percent of shoppers tried a tance on ingredients for their nu- new healthy recipe with pasta or rice— tritional components. A shopper’s up 11 points from last year. strategy for healthy eating is mov- ing from avoidance to a combina- Switched Combo Did not tion of avoidance and recognition to whole white/whole switch of nutrients. grain grain from white

Bread 56% 24% 20% Labels that interest you Rice 39% 31% 30% Fiber 44% up 4 points Pasta 42% 32% 27% from 2009 Whole grain 36% up 4 points ❚ H EALTH CLAIMS THAT ARE Vitamins/ minerals 27% up 3 points ATTRACTIVE TO SHOPPERS Protein 27% up 4 points From yogurt that helps your digestion to the newer category of “energy” drinks, more Omega-3s 23% (first time and more products are anchoring themselves measured) to a specific health claim or benefit. Although Antioxidants 16% up 3 points many of these are marketing-based claims, they appeal to shoppers.

❚ W HOLE GRAIN: MORE THAN HALF OF SHOPPERS SWITCHED Important considerations when purchasing food THEIR BREAD SELECTION. ARE Help heart health 73% RICE AND PASTA NEXT? Boost energy 71% The 2010 results showed that wheat Aid digestive health 66% surpassed white in sliced bread sales Sharpen mind health 65% for the first time. This change could Avoid empty calories 64% be viewed as a significant sign that Prevent cancer 63% shoppers are looking for foods with beneficial nutrients. Rice and pasta Improve immunity 63% purchases indicate that more than 1 Build physical strength 60% in 4 shoppers switched to whole grain Avoid processed foods 59% from white, and another 3 in 10 are Build bone density 58% experimenting with both. EXECUTIVE SUMMARY | 3

❚ AMERICA’S KNOWLEDGE ABOUT FATS MOST PEOPLE DECIDE WHAT TO The majority of shoppers are well versed in HAVE FOR DINNER THAT DAY the bad fats. However, the two good fats— When people decide what to eat monounsaturated and polyunsaturated—that for dinner have been on labels for years still confuse nearly half of all shoppers. Within 1 hour 24% Earlier the same day 48% At least the day before 21% It’s a... Good fat Bad fat Unsure FOR SAME-DAY DECISIONS, Saturated fat 6% 74% 20% HEALTH IS OVERRULED BY TASTE Trans fat 7% 75% 18% AND CONVENIENCE Omega-3 fat 79% 3% 18% For the majority of evening meals, Monounsaturated fat 27% 28% 45% what influences what you eat? Polyunsaturated fat 26% 30% 44% Taste 73% Time to prepare 60% Desire for a specific food 52% ❚ THE AMERICAN DINNER GAP: Nutrition 47% SAME-DAY DECISIONS = HEALTH IS TRUMPED Satisfies everyone 47% Many studies, including this one, find the 33 PERCENT OF SHOPPERS HAVE consumer claim that eating healthy is ALL INGREDIENTS NEEDED TO very important. However, the truth lies in MAKE DINNER ON WEEKNIGHTS between what people say and what they do. The evening meal, for example, is In an average Monday to Friday decided that day by the majority of shop- workweek, how many days do you pers. And taste and convenience generally prepare dinner with ingredients or drive the decision, not the health compo- items you already have on hand? nent. This disparity between cooking food 5 of 5 days 33% that’s on hand and preparing a healthful 4 or 5 days 20% dinner signifies the difficulty with meal planning. In fact, most of the time shoppers 3 to 5 days 16% lack some ingredients in their kitchens that 2 to 5 days 10% are needed or desired to make dinner. 1 to 5 days 11% 4 | EXECUTIVE SUMMARY

❚ ECONOMY AND SHOPPING ❚ TRIP TYPES: THE SUPPLEMENTAL Two years ago the country’s TRIP HAS INCREASED economy bottomed out, but there Since 2007 the consumers’ quick trip (for are signs of growth at a slow 3 to 5 items) to the local supermarket has and steady pace. Shoppers have increased. tinkered with ways to spend their Quick Trip (3 to 5 items) from 2007 dollars, and most of their coping strategies are very much in place. Convenience store 86% -9 points Grocery store 78% +8 points • Shoppers lead with necessity Discount store 48% -5 points buying—63 percent buy only what they need. Natural organic store 42% -9 points Since 2009 this number had been in the high 70 percent Since 2007 the consumers’ supplemental of shoppers. An adjustment in trip (for 6 to 15 items) to all store types has the survey question means the increased. numbers are not directly com- Supplemental Trip (6 to 15 items) from 2007 parable, but they still indicate that necessity buying has Grocery store 73% +3 points decreased. Natural organic store 72% +6 points Discount store 66% +2 points • Switch to store brands— Convenience store 33% +9 points 54 percent After 2 years as the number wo shopper tactic to save money, Since 2007 the consumers’ big shopping trip purchasing the store labels is a (for 16+ items) to discount and natural or- way to cut food bills now and ganic stores has increased and remained the in the future. same for supermarkets. Big Shopping Trip (6 to 15 items) from 2007 • Buy items on sale—51 percent Grocery store 79% no change Slow economic growth coupled Discount store 63% +4 points with higher gas prices ensures that consumers will continue to Club/superstore 58% -3 points look for sales. Natural organic store 35% +3 points BEGINNING TO REASSESS | 5

Beginning to Reassess During 2010, Americans saw little in the way of change in economic conditions. Because their financial situations held steady over the course of the year, shop- pers began to look around a little and reassess their priorities in subtle ways.

This cautious attitude extends to the way shoppers think about food and health. They did not make major changes in how they shop for food, prepare it, or eat it. But they did make subtle shifts that may pave the way for greater changes in the near future. Most of these small reevaluations put a greater focus on health- related food factors.

On the Cusp of a New Health Focus? Most Americans try to eat healthfully, indicated by the nearly 8 in 10 who say they make some or a lot of effort to do so. This number is relatively un- changed from recent years. About two- thirds feel they are successful in their efforts at least half of the time, also an unchanged number. information is a reason not to eat more People are making fewer excuses about healthfully. why they don’t eat better. Cost remains the top obstacle to more healthful eating, People’s persistence may be paying off. with 67 percent citing the expense. An Of the 34 percent who say they started a admitted lack of willpower ranks sec- diet in the past year, 67 percent say they ond, as 60 percent say it’s too hard to are still on it, up from the 60 percent who eat healthier, yet this response is down said so the previous year. At 59 percent, from 67 percent in 2007. Shoppers are fewer shoppers than last year say they also less likely than previously to say that are at least several pounds overweight, a lack of time or too much conflicting down from 69 percent in 2009. 6 | BEGINNING TO REASSESS

TRYING SOMETHING NEW AND be attributed to more experimenting with HEALTHY: THE “SUPERFOOD” TREND whole grains. About half of shoppers have tried healthy recipes for salads, Overall, 54 percent of shoppers say they soups, or side dishes. have tried healthier recipes in the past year. Chicken is still the top ingredient in The perception of healthy ingredients the new healthy recipes at 72 percent, plays into purchase choices. About half but pasta/rice dishes now rank second of all shoppers have bought cranberry at 57 percent, up 11 points from 2009. juice, dark chocolate, or almonds in the The interest in pasta/rice dishes could past year, and may have been influenced

GENERATIONS MAKE DIFFERENT “SUPERFOOD” PURCHASES % who bought an item in the past 12 months

Total Gen Y Gen X Boomers Matures

Cranberry juice 49% 44% 53% 47% 51% Dark chocolate 48% 42% 48% 50% 49% Almonds 47% 32% 51% 52% 44% Green tea 43% 38% 40% 45% 46% Sea salt 39% 32% 37% 43% 38% Walnuts 35% 28% 32% 35% 42% Dried fruit 34% 40% 37% 30% 35% Pomegranate juice 25% 25% 27% 26% 20% Black tea 24% 23% 28% 22% 23% Greek yogurt 21% 19% 28% 19% 15% Sorbet 15% 20% 22% 12% 8% Dried plums 13% 8% 13% 14% 17% Quinoa 9% 11% 13% 8% 5% Tofu 8% 13% 12% 7% 6% Acai juice 8% 15% 10% 6% 4% Coconut water 5% 8% 9% 4% 1% BEGINNING TO REASSESS | 7

by marketing campaigns touting the health they were least likely to have made a benefits of “superfoods” that contain large number of purchases including dark quantities of specific nutrients. Notable chocolate, almonds, sea salt, and dried minorities of shoppers have also bought plums (aka prunes). green tea, sea salt, walnuts, dried fruit, and pomegranate juice. Furthermore, couples with children are more likely than other households to Shoppers in high-income households have purchased these foods, especially are more likely to have bought almonds, dried fruit and almonds. These are often walnuts, sea salt, Greek yogurt, and sorbet. ingredients in trail mix and other conve- These products may have an upscale image. nient, energy-packed snacks for families on the go. Overall, older Baby Boomers and Matures are more likely to have bought any of these foods. More than 90 percent have purchased at least one of the 16 listed MORE WHOLE GRAIN BREAD items. But Gen Xers are most likely to have Whole grain has taken hold of the bread bought cranberry juice, black tea, Greek category with 56 percent of shoppers yogurt, and quinoa. While Gen Y members buying or switching to whole wheat or typically bought dried fruit and acai juice, whole grain breads, and another 24

WHOLE GRAIN HAS BECOME THE NORM FOR BREAD BUT NOT FOR RICE OR PASTA % of distribution of shoppers by statement that describes their buying habits

100% Buy/stayed with white 75% Buy both

50% Buy/switched to whole grain

25%

0% Bread Rice Pasta 8 | BEGINNING TO REASSESS

percent saying they buy a combination of these and other breads. Whole wheat PAYING MORE ATTENTION bread now outsells white bread. For rice TO HEALTHY INGREDIENTS and pasta, purchases are lower, but about % of shoppers who say ingredients 6 in 10 shoppers say they buy only whole are of concern when they Change wheat or whole grain pasta or a combination read product labels (based from of these and other versions. Shoppers are on those who read them) 2010 2009 moving forward with whole grain pasta and rice, although not at the same levels as they Fiber content 44% +4 have with bread. Preservatives 39% +4 Whole grain content 36% +4 Men are more likely than women to say they buy/stay with white bread or other Protein content 27% +4 “traditional” versions of rice and pasta, Vitamin/mineral content 27% +3 while Gen Xers are most likely to say they Antioxidant claims 16% +3 buy a combination. Most Gen Xers are in their active parenting years, and more than Serving size 41% +2 the other groups they may have to accom- Number of carbohydrates 40% +2 modate varied tastes within the family. Probiotic/prebiotic 9% +2 Salt/sodium content 67% +1 TAKING ANOTHER LOOK AT LABELS Gluten 8% +1 Shoppers who say they are buying foods Fat content 66% 0 like whole grain breads are probably Cholesterol content 41% 0 reading labels to ensure they are getting Chemical additives 40% 0 the ingredients they want. Potential allergens 12% 0 Most shoppers generally read food labels, Glycemic index 9% -1 but that share has dropped the last few Number of calories 56% -4 years, from 71 percent in 2007 and 2008 to 67 percent in 2009, and 64 percent in 2010. Saturated fat content 52% -4 This could mean that people feel they know Trans fat content 52% -5 enough about the products they regularly Sugar/artificial sweeteners 59% -6 buy that they do not need to read those High fructose corn syrup 49% NA labels. Another possible explanation is that there is less media discussion about trans Corn syrup 32% NA fats, saturated fats, and calories than there Omega-3s 23% NA was 2 years ago. BEGINNING TO REASSESS | 9

The types of things people 61 PERCENT OF SHOPPERS THINK THAT PLACING look for on labels changes LABELS ON THE FRONT OF PACKAGES WOULD BE AN from year to year. In the IMPROVEMENT OVER THE USUAL BACK OR SIDE LOCATION. past year, attention has shifted slightly from the unhealthy One way to refocus shopper attention on side of things (trans and saturated fats, food labels is to put them front and center. sugar/sweeteners, calories) to the About 1 in 5 shoppers, 22 percent, say healthy side (fiber, whole grains, vitamins/ they have seen nutrition labels on the minerals, and protein). In other words, front of food packages. Whether or not people seem to be more proactively they have seen such labels, 61 percent looking for the healthful ingredients. think that placing labels on the front of packages would be an improvement over Women are more likely than men to be the usual back or side location. concerned about the content listings on labels, particularly “traditional” items such Even though they say they are not reading as sugar, sodium, and fat. Men are more labels as much, shoppers are increasingly focused than women on vitamin/mineral buying foods of a certain type. Over half content, antioxidant claims, and gluten. say they have been buying more whole grain products in the past year, for ex- Older Baby Boomers and Matures are the ample, at 55 percent, up 6 points from most likely to read labels. However, Gen Y 2009. There has also been an increase adults focus more than others on vitamin/ in the purchase of products labeled low mineral and protein content, perhaps sodium (42 percent, up 8 points), all- because of their interest in physical fitness natural or 100% natural (28 percent, up and the types of ingredients that play a 6), low fat (41 percent, up 4), and lower/ vital role in exercise regimens. Gen X par- less/zero calories (28 percent, up 4). Just ents keep an eye on the presence of corn 18 percent of shoppers say they are not syrup as they try to manage their kids’ buying products with more of the ingre- cravings for sweets and processed foods. dients listed.

MARKETING IMPLICATION: Shoppers exhibit an awareness of ingredients that belies the drop in reported label reading in general. Shoppers are looking beyond simply avoiding ingredients and trying to understand the benefit of nutrients. We can envision a new era of people paying more attention to “what’s in my food.” However, this will encom- pass the traditional attitude of “what’s not in my food,” like calories, salt, and fat. Food marketers should heed this as a call to continue enhancing labels as a guide to healthy choices. 10 | FOOD SHOPPING TRENDS

Food Shopping Trends General food shopping patterns have not changed in the past year. Traditional supermarkets remain the outlet of choice for 83 percent of shoppers. Discount stores come in a distant second place, at 62 percent. Fewer than half of shop- pers say they do their grocery shopping at other store types, ranging from 38 percent at warehouse clubs to 10 percent at convenience stores. Supermarkets still get the most con- sumer traffic, and 71 percent of shoppers visit them at least weekly. Nearly half, 46 percent, shop at convenience stores this often, followed by local gourmet stores, which at 44 percent is up 6 points from 2009 and 14 points from 2008. These spe- cialty shops now surpass discount stores in weekly visits. In addition, shoppers patronize a greater variety of retail outlets for their supplemental shopping trips than they did a few years ago.

YIELDING TO IMPULSE? purchases at the checkout counter for Although economic conditions did not items such as candy, gum, and mints. deteriorate in 2010, they did not improve These tend to be impulse buys. much either, especially in the key area of employment levels. In the context of this Other popular shopping tactics that offer lingering malaise, 63 percent of shoppers money-saving benefits include switch- buy only what they need. On the other ing from national brands to store brands, hand, 51 percent will yield to impulse if avoiding premium brands, and buying something is on sale. Baby Boomers are less prepared food. Coupon use is up the most likely to report this kind of impulse somewhat from a year ago—45 percent buying, at 55 percent. They are also least of shoppers say they use them often or all likely to say they buy only what they need. of the time, up from 37 percent in 2009.

In addition, shoppers are more likely than A couple of shopping behaviors have a in 2009 to say they have made various potential impact on health. For example, FOOD SHOPPING TRENDS | 11

THRIFT IS KEY, BUT THIS DOESN’T RULE OUT IMPULSE BUYING % of shoppers who apply these strategies to their grocery shopping

Buy only what’s needed Switch to store brands Buy items on sale even if not on list Forgo premium/luxury versions Buy fewer prepared foods Buy more large-size or bulk items Buy less-expensive meats Switch to canned/frozen foods Buy less organic/local foods

0% 20% 40% 60% 80%

30 percent of shoppers report switching Higher-income shoppers are just as from fresh foods to canned or frozen prod- likely as others to use certain strategies, ucts. Although canned or frozen versions including buying only what they need, are available in healthier options than they buying sale items not on their shopping used to be, many still contain preserva- list, and buying less prepared or organic/ tives, salt, and other potentially unhealth- local foods. Higher-income shoppers are ful ingredients. In addition, 18 percent of also just as likely to use coupons. They shoppers say they are buying less in the are, however, less likely than average to way of organic and/or local foods. buy store brands, canned or frozen instead of fresh foods, and less-expensive cuts Shopping behaviors are partly, but of meat. not entirely, related to income levels.

MARKETING IMPLICATION: Shoppers get weary of sticking to the shopping list, but they continue to be thrifty. Retailers can help them satisfy their impulsive urges by offering sales or other promotions on healthy food products that also fulfill their desire to do the right thing in terms of buying smart and healthy. Shoppers may also be ready to see some new and fresh meal options in the marketplace. 12 | HEALTHY EATING

Healthy Eating Shoppers can take many routes to healthy eating, from how they shop and prepare food to how they eat. Substantial numbers make an effort in each of these areas. Nearly half, 44 percent, use a list most of the time when shopping for healthy food. Slightly more than half, 54 percent, have tried a new healthy recipe in the past year.

Half of shoppers say they don’t monitor their calorie intake on a daily basis but do make an effort not to consume too many calories at a time. About half say they are trying to eat fewer calories than they did 2 years ago, and the same number say they are paying the same amount of attention to calorie intake. Just 6 percent say they are paying less attention.

Shoppers also report changes in food- preparation methods that suggest a shift toward healthier meals. Majorities say they are doing the same amount of steaming (62 percent), slow cooking (59 percent), from building bone density to managing microwaving (55 percent), grilling (54 or improving heart health. percent), baking (54 percent), and cooking from scratch (54 percent). Yet about one- It’s likely that marketing campaigns have third say they are doing even more cooking increased public awareness of foods from scratch, and about 1 in 4 are doing that affect these areas of health. For ex- more baking, grilling, and slow cooking. In ample, Activia yogurt commercials, fea- contrast, large numbers say they are frying turing spokesperson Jamie Lee Curtis, less (53 percent) and bringing home pre- may have raised awareness of digestive pared foods less often (44 percent). health. Whatever the cause, 66 percent of shoppers say a health issue contrib- Large numbers of shoppers say that a host utes to some food purchases. of health-related factors drive their food purchases. Between 58 and 73 percent of Women shoppers, in particular, fre- shoppers say they consider issues ranging quently cite concern about two health HEALTHY EATING | 13

WOMEN ARE INTERESTED IN AVOIDING EMPTY CALORIES % of shoppers who say these are factors in their food choices

Maintain/improve heart health

Boost energy

Avoid empty calories

Aid digestive health

Maintain/improve mind health

Improve immunity

Avoid processed foods

Build bone density

Prevent cancer

Build strength Women Total 0% 20% 40% 60% 80%

issues: empty calories (75 percent processed foods, perhaps because they versus 64 percent of total shoppers) and are the family-health gatekeepers. bone density (67 percent versus 58 percent). Men, while less interested in health- related food benefits, are nearly average This may be in part because women when it comes to the issues of increasing are more likely to be weight conscious heart health, boosting immunity, and pre- and aware of their risk of osteoporosis. venting cancer, probably because these Women are also more inclined than health concerns are equal for both men average to mention the need to avoid and women. More than half of men also 14 | HEALTHY EATING

cite digestive health, mind health, and physical strength as impor- tant factors in food purchases.

Fewer shoppers say that these health considerations matter in their beverage purchases compared with food purchases, but the numbers exceed 50 percent in almost all cases. Interestingly, lower-income shoppers are more likely than average to cite a number of factors as important in beverage purchases but not in food purchases.

MEN ARE MOST INTERESTED IN HEART HEALTH AND ENERGY BENEFITS OF FOOD % of shoppers who say these are factors in their food choices

Maintain/improve heart health

Boost energy

Aid digestive health

Prevent cancer

Improve immunity

Maintain/improve mind health

Build strength

Avoid empty calories

Avoid processed foods

Build bone density Men Total 0% 20% 40% 60% 80% HEALTHY EATING | 15

SWITCHING VERSUS CUTTING BACK A MOVE TOWARD REMOVING TEMPTATION There are two key ways people can % of shoppers who would make changes alter their food purchasing habits to be to eat healthier more healthful. For one, they can buy a different version of a product, or they 2008 2010 +/- can stop buying a product all together. SOFT DRINKS There are some signs that shoppers are increasingly choosing to reduce Drink less 29% 20% -9 or cut out certain foods rather than try Cut out 12% 23% +11 alternative products. This is particularly Pick healthier version 22% 20% +2 evident for soft drinks and cookies. Substitute 5% 7% +2 Between 2008 and 2010, shoppers Nothing 28% 26% -2 were more likely to say they would stop drinking soft drinks in the pursuit of a COOKIES healthier diet and less likely to say they would simply reduce the amount. They Eat less 17% 22% +5 were more likely to say they would Cut out 8% 20% +12 either cut down on or cut out cookies Pick healthier version 21% 18% -3 and less likely to say they would switch to 100-calorie packs. This latter decline Switch to snack pack 23% 12% -11 may point to the failure of prepackaged Substitute 7% 5% -2 portion control as a healthy diet tactic. Nothing 24% 24% 0 Shoppers may find it easier to control their own portions or avoid temptation altogether. Shoppers are more likely to say they would either reduce their consumption of the For some food categories, switching product or cut it out of their diet altogether products is more popular. About half of when it comes to cookies, soft drinks, shoppers say that if they wanted to eat and bacon. healthier when it comes to salad dress- ing, soup, yogurt, and crackers, they The plurality of shoppers are unwilling to would buy a healthier alternative of the change their eating behavior at all when it same product, substitute with a differ- comes to eggs, orange/fruit/tomato juice, ent product, or switch to a 100-calorie or cheese, and they have mixed feelings pack when applicable. about ice cream and maple syrup. 16 | HEALTHY EATING

Men are less likely MIXED FEELINGS ON HOW TO EAT HEALTHIER than women to be willing to make any % of shoppers who would make changes to eat healthier of these changes. Switch Change But they are also products* consumption** Neither less likely to say they make an effort to eat Salad dressing 50% 25% 26% healthy or to feel they Canned/boxed soup 49% 22% 28% are successful at it Yogurt 46% 20% 34% when they try, which suggests they are at Crackers 45% 27% 27% least being honest with Cookies 35% 42% 24% themselves about Ice cream 35% 38% 27% their intentions. Maple syrup 35% 35% 32% Soft drinks 32% 43% 26% Cheese 32% 27% 40% Other juice 30% 28% 41% Bacon 29% 38% 33% Orange juice 28% 27% 46% Eggs 24% 24% 51%

* Net of switch to healthier alternative/substitute with different product/ switch to 100-calorie pack ** Net of eat or drink less of that food/cut out altogether

MARKETING IMPLICATION: Shoppers may choose to reduce their consumption of foods if they don’t feel healthy alternatives are available or satisfactory. Understanding these shop- per tactics can help you maximize sales as shoppers turn to healthier products. Although adding healthy products offsets cutting out some unhealthy ones, it’s important that your store offer enough healthy alternatives to keep you on the positive side of this ledger. The key for every retailer is to capitalize on the “swapping” and “switching” tactics. HEALTHY EATING | 17

(RE)BUILDING SOURCES, SERVICE, AND THE KNOWLEDGE BASE TECHNOLOGY THAT AID— For shoppers to make deliberately AND SPEED—HEALTHY SHOPPING healthy food purchases, they need For the third year in a row, shoppers turn to understand what they are buying. to the same sources for inspiration and But knowledge is not a stable state. information about healthy cooking. The This is partly because people who Internet still tops the list, at 42 percent do not make use of what they have (unchanged), followed by friends and family, learned tend to forget it, as anyone at 38 percent (up a marginal 3 points), knows who has not kept up the math cookbooks (37 percent, up 1), and or language skills they acquired TV cooking shows (34 percent, in school. Knowledge can up 2). Supermarket recipe also be compromised suggestions and culinary by new information, magazines round out the especially when that other sources, at 13 and information contradicts 12 percent respectively. or otherwise confuses what people thought Different sources appeal they already knew. to different types of shoppers. Although men For example, more are often considered the shoppers than in 2009 high-tech gender, women say they are “not sure” are much more likely to turn whether particular fats are to the Internet for healthy meal good or bad. Nearly half feel this ideas. Likewise, Gen X outpaces Gen way about monounsaturated and Y in searching online for healthy ideas, while polyunsaturated fats. Three in 4 the younger group is more likely to turn to still say saturated and trans fats friends and family for help. Boomers are the are bad, however, and 79 percent biggest fans of cookbooks. think omega-3 fats are good. Shop- pers also purport to be less aware of the terms “genetically modified,” “bioengineered,” and “irradiated” as IN-STORE OPTIONS they relate to food. It’s possible that Across 11 types of health-related food ser- these terms have been out of the vices that manufacturers and retailers could public mainstream for a while and offer, an average of 44 percent of shoppers have lost familiarity. say these food services would be “nice to 18 | HEALTHY EATING

HEALTH-RELATED IN-STORE COUPONS, SIGNAGE, AND TAGGING ARE OF MOST INTEREST % of shoppers who say options would be a service to them or not In-store coupons for healthy items

In-store signs indicating healthy choices

Tagging systems indicating healthy foods

Prepared healthy foods

Cooking samples/demos of healthy products

Recipe cards for healthy eating Nice/necessary Staff answering questions to have about healthy choices Makes no In-store signs about disease difference prevention/management

Electronic recipe kiosks

Information about weight loss/dieting

Cooking classes for healthy meals

0% 20% 40% 60% 80% HEALTHY EATING | 19

SHOPPERS ARE MOST LIKELY TO FEEL THAT COUPONS, SIGNAGE, AND LABELS THAT DIRECT THEM TO HEALTHY PRODUCTS ARE “NICE TO HAVE.” have” and 14 percent feel they are neces- help people shop and eat healthfully. sary, compared with 42 percent who feel Shoppers are more likely to feel neutral they “make no difference.” or more negative than positive about the type of apps that highlight weekly super- Shoppers are most likely to feel that market specials or help people choose coupons, signage, and labels that direct healthy items as they shop. The same them to healthy products are “nice to for diet-related apps or sites. The most have.” They are most neutral on the appealing of these options is a website topic of cooking classes that teach how that helps people create grocery lists, to prepare healthy meals, with 65 per- cited by 34 percent. cent saying classes make no difference. This is also their response to information The one type of online source that has about dieting, in-store signage related to gained ground in the past year is the disease management, and to staff who online video showing cooking tips, with can answer questions about healthy 24 percent of shoppers saying they have products. In other words, they are less watched this type of video in the past interested in time-consuming human in- year, up from 18 percent in 2009. teractions and more interested in finding This reinforces the idea that people quick ways to make healthy food selec- are receptive to this kind of information tions, and then moving on. if it is available at their convenience.

Another way to speed up grocery shop- ping is to do it online. Just 8 percent of APPS AND SITES shoppers say they have done this in the This attitude of seeking convenience past year, but among those who haven’t, extends to online or mobile apps that 22 percent are interested in doing so. 20 | HEALTHY SHOPPING: TIMING IS EVERYTHING

Healthy Shopping: Timing Is Everything Healthy eating is on most shoppers’ radar, but it is not ingrained yet for most. This means that people need to be continually reminded, prompted, and other- wise encouraged to shop, cook, and eat healthfully. If people aren’t fully commit- ted to healthful eating, they may be swayed by other factors, such as taste and convenience, when deciding on an evening meal.

Three in 4 shoppers say they make most of their food and beverage purchase decisions before they get to the store. Health plays a role in some of these decisions. Two-thirds of shoppers select groceries that, in part, will help them lose or maintain a healthy weight. About half are influenced by a desire to manage a specific health condition, reduce the risk of developing a medical condition, or follow a doctor’s advice.

Most shoppers, at two-thirds, make their decisions about healthy food purchases before they get to the store. Nearly as many—61 percent—say the same about buying healthy beverages.

day, and another 1 in 4 decide within LAST-MINUTE MEAL DECISIONS = an hour before eating the meal. Bever- age choices are made even closer to GAPS THAT NEED FILLING dinnertime—62 percent within the hour. Although shoppers say they plan their Younger adults are even more sponta- food purchases before they get to the neous than average: One-third of Gen store, they do not plan their meals with Y adults and Gen Xers say they make the same foresight. Half of shoppers say decisions about dinner within the hour they decide what to eat for dinner that that they eat it. HEALTHY SHOPPING: TIMING IS EVERYTHING | 21

MOST SHOPPERS MAKE DINNER DECISIONS THE SAME DAY, ESPECIALLY YOUNGER ADULTS % distribution of shoppers by when they decide what to eat for dinner

100%

75%

Don’t know Earlier the The day before same day 50% or earlier Within 1 hour

25%

0% Total Gen X Gen Y Boomers Matures

Another element of spontaneity oc- ing ingredients, or they get takeout from curs when people decide they will restaurants for dinner at least a few make dinner based on what they have nights a week. in their pantry. Only a little more than Again, Gen Xers’ desire for spontaneity half of shoppers cook most dinners at and need for speed help explain why home with the ingredients they have on 60 percent get restaurant takeout at hand—53 percent say they do this at least 1 out of 5 weekdays, compared least 4 out of 5 weekdays. This means with the 44 percent average. that almost half of shoppers need to make extra trips to the store to pick up Within this context of relative spontane- frozen, fresh, prepared foods, or miss- ity, taste and speed—not health—are 22 | HEALTHY SHOPPING: TIMING IS EVERYTHING

the paramount factors in what people actually decide to have for dinner, cited by 73 percent and 60 percent, respectively. These top two considerations are followed by satisfying a craving for a specific food (52 percent), making a nutritious meal (47 percent), preparing something everyone would like (45 percent), and requir- ing little or no planning (42 percent). Just 11 percent mention the need to follow a specific type of diet.

TASTE AND SPEED OUTWEIGH HEALTH IN DINNER DECISIONS % of shoppers who say these factors influence meal choices

Tasty

Speedy to prepare

Fulfills a craving

Nutritious

Liked by all

Needs no planning

Follows specific diet

0% 20% 40% 60% 80% HEALTHY SHOPPING: TIMING IS EVERYTHING | 23

MOST SHOPPERS EMPLOY A VARIETY OF DINNER PREPARATION STRATEGIES % of shoppers who do specified things for dinner at least once a week

Prepare meal with what is on hand

Shop for fresh items

Pick up ingredients

Get takeout

Buy frozen/packaged foods for dinner that evening

Shop for prepared items

0% 25% 50% 75% 100%

Aligned with their spontaneous decision-making, Gen Y and Gen X shoppers are most likely to say that “quick to prepare” influences what they make for dinner. Baby Boomers, on the other hand, are driven more by taste and cravings.

MARKETING IMPLICATION: Shoppers may stock up on healthy food items with the best of intentions to use them, but when they are ready for a meal, taste and speed take precedence. This may mean that healthy products sit in the pantry or spoil as consumers reach for more convenient options. Retailers should make it a point to be in the dinner- solutions business. Try offering entire healthy, easy, and tasty dinner solutions at displays or kiosks in highly visible areas. 24 | HEALTHY SHOPPING: TIMING IS EVERYTHING

REFOCUSING ON KIDS’ or taste. The number of parents who say they “almost always” buy food items HEALTH NEEDS for their children because they take less Parents have regained some of the time to prepare has dropped to 20 per- focus they had lost in 2009 on their cent from 27 percent in 2009. Even more children’s health needs, maybe because striking, just 37 percent say they buy they are less distracted by the economy. items their children like at this frequency, The number of parents who say they down from 50 percent in 2009. “always” purchase certain foods be- cause they are nutritious for their chil- At the same time, convenience is a dren grew to 46 percent, up 11 points “sometimes” purchase factor for 71 per- from 2009 and back to its 2007 level. cent of parents, and only 9 percent say Similarly, 47 percent say they do this “less time to prepare” is rarely or never “sometimes,” leaving just 7 percent who a consideration. In addition, 34 percent do it “not very often” or “never.” of parents say they “almost always” buy items that are easy for kids to take to Parents are also more likely than a year school or in the car, up from 29 percent ago to say they “serve healthy options in 2009. all the time” when it comes to break- fast, lunch, dinner, and even snacks—in Parents are not immune to pleasing every case meeting or exceeding 2008 their children’s palates. More than half, levels. Dinner is the most consistently 56 percent, say they “sometimes” buy healthy meal, at 65 percent, followed food items because their children like by breakfast, at 59 percent. Lunch and them. This is up from 42 percent in snacks are tied at 47 percent. 2009, offsetting the drop in the “almost always” group. Again, a very small More evidence that parents are focus- number of parents, just 7 percent, say ing on healthy food for their children is they rarely or never accommodate their the shift away from mere convenience children’s tastes.

MARKETING IMPLICATION: Parents have a host of factors to juggle when deciding how to feed their children. Although health considerations appear to be in the ascendancy, convenience and taste remain very important. Some suggest that Gen X parents have a more tra- ditional parenting style than Baby Boomers did, so their children may not be as involved in purchase decisions. This in turn means that marketing messages may need to be targeted directly to them rather than to the kids. ORGANIC AND NATURAL FOODS | 25

Organic and Natural Foods There was an increase in shoppers reporting a host of organic food purchases in the past 6 months compared with 2009 levels, up to 45 percent from 40 percent. The share of shoppers who made an organic purchase in the past 30 days remained stable, at 37 percent. Fruits and vegetables still top the organic list, although dairy and eggs edged out cereals/breads/pastas, and meat/poultry squeaked past packaged foods.

ALMOST HALF RECENTLY BOUGHT ORGANIC FOODS % of shoppers who bought an organic version of a food in the past 6 months 2009 2010

Fruits/vegetables 27% 31% Milk/yogurt/dairy 17% 19% Eggs 16% 18% Cereals/breads/pastas 17% 17% Meat/poultry 11% 16% Packaged foods 15% 12% Soup/sauces 13% 10% Other 7% 6% None 60% 55%

In line with a general decline in food ic products at traditional grocery stores shopping at natural/organic stores is the (44 percent, down 2 points from 2009). report that fewer shoppers purchased organic products at such outlets. At 19 Most shoppers understand that the key percent, this is down from 24 percent in feature of organic food is that it is grown 2009. Most people continue to buy organ- without chemical pesticides; 62 percent 26 | ORGANIC AND NATURAL FOODS

COST IS STILL THE MAIN REASON SHOPPERS DO NOT BUY ORGANIC FOOD, CITED BY 67 PERCENT.

say this is a reason they buy it, and 35 Yet even among those who say they percent say it is the single most impor- did not buy a natural product in tant reason they do so. Many remain general, just over half recall buying at persuaded that organic food also offers least one of 14 specific types of prod- long-term personal health benefits, and ucts with natural labeling. although 48 percent say it is a reason to buy organic, just 17 percent say it is the When asked how interested they most important one. In addition, 46 per- are in purchasing natural foods (de- cent cite “nutritional value” as a reason fined as made without preservatives, to buy, and 9 percent say it is the most artificial color, or artificial flavor), 44 important reason. percent of shoppers expressed prob- able or definite interest. Another 39 Cost is still the main reason shoppers percent are neutral and 16 percent do not buy organic food, cited by 67 are not interested. percent. This might explain why col- lege graduates and those with higher Unlike organic food purchases, which incomes are more likely than average to are predominately made by women, have purchased organic products. both men and women are about equally inclined to purchase most types of natural labeled foods. Like GETTING SPECIFIC ABOUT with organic foods, higher-income shoppers are more likely than aver- NATURAL FOODS age to buy natural. Younger Baby Six in 10 shoppers report purchasing a Boomers are the age group most food or beverage in the past year la- likely to purchase staple items such beled “natural.” The greatest number as dairy and cereal, while Gen X par- of people say they purchased natural ents are more likely to be interested cheese (39 percent), yogurt (33 percent), in natural snack items like ice cream tea (33 percent), and cereal (31 percent). and soft drinks.

MARKETING IMPLICATION: Shoppers’ interest in the concept of natural is evident but not overwhelming, and they seem more aware of their specific purchases in this area than their general purchase behavior. This may indicate that advertising campaigns aimed at the general notion of eating natural will not be as effective as those related to specific products. METHODOLOGY | 27

Methodology The data for Shopping for Health 2011 was collected through an online survey, conducted between November 19 and December 1, 2010, among a nationally representative sample of 1,579 U.S. shoppers. The margin of error associated with the survey is 3.0 percent at the 95 percent confidence level.

The survey respondent must have met the following requirements to participate:

• Resides in the United States • Is 18 years of age or older • Does at least 50% of the household grocery shopping • Has shopped for groceries in the past month

SAMPLE SELECTION The survey was conducted through the Harris Poll Online database compris- balances the characteristics—demo- ing several million respondents who graphic, attitudinal, and behavioral—of have agreed to participate in survey online respondents to avoid a skew to- research. Interviews took place using a ward more active online users or survey self-administered, online questionnaire takers. Survey research shows that cer- with web-assisted interviewing software. tain kinds of people have a greater or To maintain the reliability and integrity in lesser likelihood to be online and there- the sample, each invitation contained a fore to participate in online surveys. To unique password that is assigned to that account for this, each respondent of our e-mail address and must be entered at survey has been assigned a propen- the beginning of the survey. sity weight, which corresponds to the likelihood of that person to be online. Harris Interactive weighted the data us- Propensity weights include measures of ing its “propensity weighting” model that activity, knowledge, and attitudes. 28 | METHODOLOGY

The samples were controlled to match TRENDING the census profile by income, ethnicity, Since 2007, the data for this report has age, and other factors. The survey was been collected using an online panel. not controlled for gender of the respon- The online sample provides more reliable dent; rather, the male and female primary quantitative measurements for questions shoppers of households who met the with long or numerous response catego- other screening criteria were interviewed ries, as well as sensitive topics that are as they occurred in the population. The subject to interviewer biases such as resultant sample is a nationwide cross food safety habits. The Internet meth- section of grocery shoppers. odology also provides richer verbatim and qualitative responses than do phone Age, lifestyle, and life stage all influence interviews. grocery shopping attitudes and behav- iors. Age demographics are most easily Transitioning Shopping for Health from understood in the context of genera- telephone to online affects the ability to tions, which combine collective traits or maintain long-term historical data trends. behaviors that exist among people of a As a result of these changes, this report certain age group. Throughout the study, refers only to data from the 2007 to 2010 differences by age and generation have surveys. been highlighted. Shopping for Health uses the following years to define the four generations:1 • G eneration Y: born between 1981 and 19892 • G eneration X: born between 1965 and 1980 • Baby Boomers: born between 1946 and 1964 • Matures or 60+: born in 1945 or before

1 Lynne C. Lancaster and David Stillman, When Generations Collide, 2002

2 While the definition of Generation Y continues beyond 1993, respondents have to be at least 18 years of age to participate in this study. CHART APPENDIX

PAGE 7 — WHOLE GRAIN HAS BECOME THE NORM PAGE 18 — HEALTH-RELATED IN-STORE COUPONS, FOR BREAD BUT NOT FOR RICE OR PASTA SIGNAGE, AND TAGGING ARE OF MOST INTEREST % of distribution of shoppers by statement that % of shoppers who say options would be a service to them or not describes their buying habits Nice/necessary M akes no Bread Rice Pasta to have difference Buy/switched to whole grain 56 42 39 In-store coupons for healthy items 21 79 Buy both 24 32 31 In-store signs indicating healthy choices 30 70 Buy/stayed with white 20 27 30 Tagging systems indicating healthy foods 34 67 Prepared healthy foods 36 64 PAGE 11 — THRIFT IS KEY, BUT THIS DOESN’T RULE OUT Cooking samples/demos of healthy products 40 61 IMPULSE BUYING Recipe cards for healthy eating 40 59 % of shoppers who apply these strategies to their Staff answering questions 47 53 grocery shopping about healthy choices

2010 In-store signs about disease 49 51 Buy only what’s needed 63 prevention/management Switch to store brands 54 Electronic recipe kiosks 51 49 Buy items on sale even if not on list 51 Information about weight loss/dieting 54 46 Forgo premium/luxury versions 50 Cooking classes for healthy meals 65 35 Buy fewer prepared foods 45 Buy more large-size or bulk items 36 PAGE 21 — MOST SHOPPERS MAKE DINNER DECISIONS Buy less-expensive meats 32 THE SAME DAY, ESPECIALLY YOUNGER ADULTS Switch to canned/frozen foods 30 % distribution of shoppers by when they decide what Buy less organic/local foods 18 to eat for dinner

PAGE 13 — WOMEN ARE INTERESTED IN AVOIDING Total Gen X Gen Y Boomers Matures EMPTY CALORIES Within 1 hour 24 33 33 19 18 % of shoppers who say these are factors in their food choices Earlier the same day 48 42 40 53 48 The day before or earlier 21 19 21 21 23

Total Women Don’t know 7 7 6 8 10 Maintain/improve heart health 73 77 Boost energy 71 77 PAGE 22— TASTE AND SPEED OUTWEIGH HEALTH Avoid empty calories 64 75 IN DINNER DECISIONS Aid digestive health 66 71 % of shoppers who say these factors influence meal choices Maintain/improve mind health 65 71 Improve immunity 63 68 Tasty 73 Avoid processed foods 59 67 Speedy to prepare 60 Build bone density 58 67 Fulfills a craving 52 Prevent cancer 63 66 Nutritious 47 Build strength 60 64 Liked by all 45 Needs no planning 42 PAGE 14 — MEN ARE MOST INTERESTED IN HEART Follows specific diet 11 HEALTH AND ENERGY BENEFITS OF FOOD % of shoppers who say these are factors in their PAGE 23 — MOST SHOPPERS EMPLOY A VARIETY food choices OF DINNER PREPARATION STRATEGIES Total Men % of shoppers who do specified things for dinner Maintain/improve heart health 73 68 at least once a week Boost energy 71 61 Prepare meal with what is on hand 90 Aid digestive health 66 58 Shop for fresh items 55 Prevent cancer 63 58 Pick up ingredients 50 Improve immunity 63 57 Get takeout 44 Maintain/improve mind health 65 56 Buy frozen/packaged foods for dinner that evening 31 Build strength 60 54 Shop for prepared items 27 Avoid empty calories 64 47 Avoid processed foods 59 47 Build bone density 58 46 PREVENTION® SALES OFFICES

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